Information Technology advances by leaps and bounds. The lines among traditional industries are hard to define; therefore, the burgeoning new media industries with integrated information and communications technologies are taking form. In the meantime, information technology not only breaks through but establishes rules of the game. As far as advertising is concerned, notably traditional modes of advertising are greatly impacted by new information technology. This research,¡§A Project of Applying the Wireless Internet to Narrowcasting Models,¡¨ is based on an affiliate project sponsored by the Taiwan Railway Administration, which is called ¡§ An Operational Project of Electronic Commerce and the Wireless Internet with the participation from the private sectors.¡¨ According to the assessment of business modeling, the result reveals, the revenues of delegated advertising are the main significant factors of this project, with an influence on the financial performance. Hence, the company should, before the prices in the market fluctuate, actively contact with the advertising channels and establish well-designed sales outlets to increase revenues, in support of the financial feasibility of the entire operation. Another result shows adopting the wireless Internet as transitional technology has an advantage over the other competitors. It can enhance the operational efficiency and reduce the operational cost. In 3 to 8 years, the usage of this advertising platform will remain growing. As the infrastructure and related applications of the wireless networks are getting completed, the project will relatively gain the upper hand in costs. Lastly, the research suggests the outdoor narrowcasting advertisers actively develop exclusive digital content to boost consumers¡¦ willingness to adopt the service.

Abstract This research is based on the WeMET Wireless Broadband Corp., the greatest wireless broadband provider in Kaohusiung. We integrate business resource of WeMET, industrial background in Kaohsiung, channel advantage about ISP, and dynamic feature from IP, then creating new ads media with digital narrowcasting media service by using wireless broadband network. Depending on the business plan with highly narrowcasting ads service, we can establish the market segment against the tradition ads channel, and go deep into the economical recovering market in Kaohsiung. This research gathers many references about broadband network, ISP, outdoor and narrowcasting media, as well as economical development in Kaohsiung. The research also investigates and interviews ads provider, store keeper and customer. By using such data, we can create the business plan due to this research, and analyze the advantage and development strategy depending on the ads service. In order to prove the availability of this plan, we evaluate the financial performance and make the sensitivity analysis in conclusion. Based on the empirical result, comparing to traditional outdoor ads, the advantage of this business plan is , and reduce the channel cost about setting up ads equipment. Besides, not only the characteristic of narrowcasting media can save media resource, but also increase the matching efficiency, and create the long tail effect, which reduce ads quantity and raise ads quality.

This thesis aims to uncover the reasons behind the sudden rise of the YouTube celebrity and to test (by means of an experimental study of teenager interests) media claims that YouTubers have become more popular among teenagers than any traditional type of celebrity. The thesis integrates YouTubers into celebrity studies by first outlining the origins of celebrity and its general role in society and then drawing parallels between traditional types of celebrity and YouTubers via describing the characteristics they embody and the specific roles they perform. As a result, YouTubers are found to be a technologically determined next step in the evolution of the TV personality, whose celebrity is mainly structured around the concepts of familiarity and intimacy. What follows is a discussion of participatory culture, monetization and doing YouTube as a job, with emphasis on the effects these developments had on the rise of the YouTube celebrity and online content & culture in general. The thesis is concluded by an experimental study conducted using quantitative research methods on a sample of over 5,000 Czech teenagers by analyzing their Facebook page-likes. The results suggest that YouTubers really are more important to teenagers than traditional celebrities.